Sivast Ltd (Sivast) provided documents that showed the intellectual property of Prontaprint Ltd, including the right to use the Prontaprint brand, was sold to Sivast Ltd and that they had acquired the brand with limited liabilities. They also told us that the parent company of Prontaprint and Kall Kwick at the time of liquidation, On Demand Communications (ODC), had bank and loan creditors in excess of £10m which they said were being recovered from remaining assets, meaning the balances would be largely written off. They said the administration had impacted only on the viability of the corporate entity to service its debt burden and not on the ability of franchisees to continue to trade as Prontaprint.

The advertiser said that they were justified in using the Prontaprint brand as it had not been subject to re-branding and so continued to exist from 1971. Furthermore, as consumers were purchasing from a franchisee or licensee and not the corporate owner and because the ad was sponsored, approved and paid for by the Prontaprint licensees themselves, this supported the use of the 40 years success claim.